A Masterclass in confusing communications.

Deepinder Goyal is making the Temple controversy worse with every response.

I’ve been watching the Deepinder Goyal and Temple controversy unfold, and frankly, I find the whole thing increasingly bizarre. I am a huge supporter of Indian entrepreneurs and genuinely want Indian innovation to succeed globally. But what is happening here is disappointing, particularly from someone who has built a business as successful as Zomato.

The issue was fairly straightforward. Temple was introduced with claims around brain blood flow and other physiological measurements. Medical professionals asked legitimate questions about the scientific evidence supporting those claims. What’s unreasonable about that? When you’re selling an ₹85,000 device making claims connected to human physiology, surely you should expect scrutiny.

Instead, Deepinder has responded with lengthy explanations about the millions he has invested, his personal reputation, his entrepreneurial journey, his investors and even the return policy. I’m struggling to understand how any of this answers the scientific questions being asked. His success with Zomato is admirable, but it cannot serve as scientific validation for an entirely different product.

And with every response, the messaging seems to change. Now Temple is a fitness and AI device. Brain Flow apparently isn’t its main purpose. The product isn’t really meant for India. Consumers can wait for peer-reviewed evidence if they want. Each explanation seems to introduce another subject while leaving the original concerns unresolved. It’s becoming a textbook example of how poor communication can turn legitimate scrutiny into a much bigger controversy.

He has also literally said that he isn’t making Temple for India, but for the world, and that nobody needs to support him simply because he’s an Indian startup. What an extraordinarily strange and arrogant thing to say. Doctors are asking for evidence, not offering him a lesson in nationalism. And since when did India become separate from the world? These statements are completely unnecessary and only make his communication sound more defensive and dismissive.

What I find particularly disturbing is the dismissive attitude towards doctors who are asking these questions. Calling their concerns ‘rage’ or questioning their motivations achieves absolutely nothing. Medical professionals have every right to question claims involving human health. In fact, any serious innovator should welcome such scrutiny because it can help establish credibility and improve the product.

I’m equally surprised to see entrepreneurs and VCs rallying around Deepinder as though he is being personally attacked. Why? Nobody’s questioning his achievements with Zomato. People are questioning the claims surrounding Temple. Surely we can celebrate entrepreneurship while holding entrepreneurs accountable for what they put into the market. Blind support does Indian innovation no favours.

And finally, whoever is advising Deepinder on public relations and communication needs to seriously rethink this strategy. Every defensive post is drawing more attention to the unanswered questions. He has the resources, the platform and the opportunity to address this professionally. Put the evidence on the table, explain what the device can demonstrably do, acknowledge what is still being validated and allow independent experts to examine it. Credibility is built by answering difficult questions, especially when you have invited the world to believe in something extraordinary.

Author

I am the Founder & Director of Azure, Strategic Brand Consulting Firm based in Mumbai. I have had the good fortune of traveling across far away lands. I have also met some incredible people- monks, healers, leaders, magicians, entrepreneurs and more. This blog is an attempt to share these moments. If it strikes a chord with even one person or makes you smile, the purpose would have been served.

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